Ruby Royale.

Squirrel Nuts wanted to shake up how they introduced their newest Valentine's Day themed flavor, Ruby Royale. So we called Latrice.

Overview.

Latrice + Ruby Royale.

Squirrel Brand Artisan Nuts asked Huge to help make their newest decadent blend, Ruby Royale, the breakthrough Valentine's Day gift on Amazon.

Founded in 1888, Squirrel Brand Artisan Nuts has a long history of creating high-quality high-end snacks. As the brand entered 2021, equity was high among older demographics but there was an important need to increase awareness and appeal among younger tastemakers age 25-40, who will be driving the category in the years to come. The introduction of a sumptuous and decadent new product called Ruby Royale brought a perfectly-timed opportunity to make a splash from both a brand and creative perspective.

Featuring ruby cacao-covered almonds, pistachios, sweet cranberries and vanilla-covered cranberries, Ruby Royale’s complex, decadent flavor profile seemed destined to not just liven the brand, but shake up the category. Taking a cue from its rich pink and white colors, Squirrel Brand made the audacious choice to launch Ruby Royale in time for one of the most competitive, cluttered and foodie-obsessed holidays of the year: Valentine’s Day. How exactly does one claim a holiday that’s known for champagne and chocolates? By taking on the holiday itself with the fabulous help of Latrice Royale.

Work.

  • Strategy.
  • Campaign.
  • Integrated Marketing.
  • Social.
  • Influencer Marketing.
Ruby Royale.
01:00

Watch.

Challenge.

Just because Ruby Royale looked (and tasted) the part for Valentine's Day didn't mean people would automatically choose it. Nowhere among the candy, greeting cards, flowers, jewelry, lingerie, etc. did nuts even remotely register as a gift-giving option for Valentine's Day among consumers in the US. Even in the snack category as a whole, nuts and trail mixes in general weren't keeping up; they were seen as healthy but boring.

What's more, Valentine's Day-for all its talk of passion and indulgence-lacked spontaneity. The standard bouquet of roses and romantic dinner out are popular because they're safe...but they're also boring. This rigid predictability and conservatism created the perfect conditions for a traditional brand to unexpectedly break through, especially at a time when a global pandemic was changing everyone's routine behaviors.

Approach.

Love does not fit into a heart-shaped box. It's complex, intense, nuanced, and never the same each time you experience it. Ruby Royale fits that more complicated view of love perfectly, and we wanted to celebrate that. So we turned to an influencer who could bring to life our message of individuality, inclusivity, non-conformity and indulgence: world renowned drag artist Latrice Royale. A fan-favorite from RuPaul's Drag Race season 4 and RuPaul's Drag Race All-Stars, the partnership seemed fated from the outset - and not just because of the shared "Royale" name. Her warmth, confidence and larger than life attitude (not to mention her popular catchphrase of "Eat it!") gave Ruby Royale exactly the halo it needed to be embraced by our tastemakers.

Latrice starred in a hero :60 video that introduced Ruby Royale to the public while also reframing popularly-held beliefs around Valentine’s Day. In a series of shorter social videos, she directly roasted deeply ingrained gift-giving tropes. In addition to taking over Squirrel Brand’s social channels during the length of the campaign, Latrice also became the face of Ruby Royale on Google and Amazon display networks. And to jolt even the most staid of sales channels, Latrice went live, large-and-in-charge on QVC twice to represent the product. The work instantly caused a sensation and garnered millions of impressions in earned media. Latrice and Ruby Royale were both embraced with rave reviews and, within 10 days, Ruby Royale was sold out (temporarily!) on Amazon.

Outcomes.
64.5M
Total impressions.
4.7
Average rating on Amazon.
10
Days to (temporarily!) sell out on Amazon.

Press.

Mentions.